The Path to Purchase: A Customer’s Journey

When a customer purchases a product, most people see this as the end goal. The importance of “the sale” is so highly regarded that the sales guys are usually seen as the rock stars of the company with marketing as the humble sidekick who takes less credit. 

However, that “sale”, is just one step in a sequence of decisions a customer goes through. Now we’re not downplaying the importance of sales here. Sales will forever be vital to the bottom line of a company. What we are trying to say is that in order for customers to get to the sale in the first place, they must first go through each of the steps in what is known as The Path to Purchase. The Path to Purchase is a marketing model that has been around for more than a century in different f